Whether you are a fan of Ferrari or its boss, Luca di Montezemolo, the Italian head of Fiat is thinking outside of the box and for good reason. I recently commented on a statement McLaren's Martin Whitmarsh made about Formula One just now discovering this new technology called the "interweb" and how it may be used to generate new and exciting ways to connect with fans.

There was a meeting today between FIA president Jean Todt, Formula One Management boss Bernie Ecclestone and Ferrari boss Luca di Montezemolo. Three big players in the current and future evolution of the sport. What kind of discussions could have taken place? Doubtful they were discussing this weekend's Italian Grand Prix.